The impact of Coronavirus on the media world

Index

How companies can react in this situation
focusing on marketing and communication

The Coronavirus has revolutionized our days, heavily impacted our priorities and freedoms, forcibly reshaping even our enjoyment of media. Let’s look together at what are the main changes that took place during this particular period, thanks to an interesting study published by Immediate Mediaplus.

TV regains audience

During this period an average of one in three Italians watch television, and with the closing of schools, a good share of children and young people has also been added, although less than that of adults. The analysis identified a correlated, direct, and proportional trend between increased cases of infection and television viewing, as shown in the graph below.

The peak audience is at 9 p.m. with nearly 50 percent of Italians in front of the television, but it is the daytime that has benefited the most with a 17 percent increase.

All segments of the population have benefited from the change, but it is the active targets and especially young people and children who have changed their media habits the most.

Viewers spend an average of more than six and a half hours in front of the television, an hour more than before the virus spread. Video consumption on linear TV and that from connected TVs, fixed or mobile devices is also growing, and finally, the number of users, time spent, and number of videos viewed is also increasing.

Traditional news portals are the most authoritative

Excellent results are being recorded by local news and information networks. Then the allnews networks and the most authoritative news outlets also depopulate, especially through their digital portals (corriere.it, repubblica.it, ilsole24ore.com, etc.). At a time when the need for certified and truthful information is paramount, traditional news outlets confirm their leadership on all platforms.

The response of the corporate marketing world

Marketing has therefore adapted to these changes, Fewer brands than expected have canceled campaigns (about 12 percent), almost half have replanned them, but certainly those who already had a E-commerce or a website with performing digital services pushing, where possible, products available online and for home use. Thus, most companies have committed themselves to maintaining a minimum of visibility for these weeks and especially to envisioning strategies for restarting.

In general by practitioners, as publishers e advertising concessionaires, ethical attitudes and strategies of immediate response to the crisis prevailed: thus, commercial policies with strong discounting were quickly developed to support corporate investments such as those launched by Mediaset, IGP Decaux, and some national radio stations, just to name a few.

What can a company do in these quarantine days?

At a time like this it is important to communicate closeness to one’s customers, Give prominence to any charitable initiatives (if they have not yet been done this is the right time), take advantage of the days of inevitable calm To reorganize their site and finally Invest in top-performing media such as TV, social, and news portals, that can bring returns on investment as much as double or triple those of the previous period.

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